Direct Trade - What is it?

Direct Trade means we go straight to the source to deal directly with farmers. This cuts out many of the steps that you find in the usual hands-off supply chain approach, which means a fairer deal for farmers.

This sourcing model means we can pay a premium price for a premium product – on average 55% above the Fairtrade base rate.

For a more detailed look at how we’re working to fix the industry, take a look at Our Mission.